Where to Spend Your Marketing Budget – The Differences Between Exhibiting in Top Cities and Non-1st
Many international wineries and wine merchants are on the crossroad on how to choose in which cities to exhibit, and run the wine-tasting event, especially to those new entrants to the China wine market. Beijing, Shanghai, Guangzhou (top-tier cities with population between 12 to 20 million) or other non-first-tier cities (even these cities having a population between 5 to 10 million).
Below are the pros and cons of exhibiting and promoting in these two classes of cities:
Top-Tier Cities (Beijing, Shanghai & Guangzhou)
Professional: many international winery and wine merchant exhibitors (usually up to a hundred or more)
First class facilities (exhibition venue, decoration and fixtures, accessories, i.e. wine glasses, ice bucket, wine spitter, … etc.)
Comprehensive service on importing wine for exhibitions
High publicity (media and press release)
Better service and support (by the organizer)
Visitors with better wine knowledge
Meet more potential customers
Very high cost
Other Cities (usually Provincial capital cities)
Lower cost to exhibit
Less price sensitive
Very helpful and more impressive if attended by a Westerner, e.g. winery owner, wine maker (establishing connections, brand promotion, … etc.)
Visitors with poor wine knowledge
Poor on-spot service and support (especially on accessories)
Almost no support on wine import service
Less publicity (very local profile)
The common concern and issues applicable to both are:
Without a QUALITY Chinese interpreter (strictly speaking, a China wine business practitioner), your exhibition investment and effort are in vain;
Well-prepared Chinese literature and materials of the producer (winery) and the product (wine) are a must to communicate effectively to all potential customers;
Domestic service and sales follow-up support (after the exhibitions) would greatly enhance your sales result and assure higher success rate.
An efficient and effective supply chain solutions (import, quarantine, Chinese back labelling, logistics, … etc.) for your wine products to your customers.
New entrants should start by participating in the top class exhibitions;
Developing business in non-first-tier cities needs a commitment and consistent work for generating result
For further support or any queries, please contact ChinaWineBusiness.com for advice and solutions.